Researchers –
2
Acknowledgement
3
Letter of Authorization:
IBS Mumbai
Date: 5th January, 2010
IBS MUMBAI
4
TABLE OF CONTENTS
Sr No TOPIC Page No
1 List of Tables 6
2 List of Graphs 10
3 Executive Summary 11
4 Problem Definition 12
6 Research Design 14
7 Data Analysis 16
8 Results 21
9 Limitations 23
11 Exhibits 26
5
LIST OF TABLES
Correlation Matrix
Communalities
Scree Plot
Component Matrix
6
Correlation Matrix(a)
Chec
k out
how
Play your Upda
non- frien te
interacti ds your To Community
ve Cha are profil pass Simplici Horosco Personalizati Flirtin Flexibili
games t doing e time ty pe on g ty
Correlati Play non-
on interactive 1.000 .465 .375 .443 .365 .321 .324 .318 .264 .222
games
Chat 1.00
.465 .791 .524 .540 .540 .321 .313 .392 .487
0
Check out
how your
.375 .791 1.000 .527 .599 .413 .126 .244 .229 .440
friends are
doing
Update your
.443 .524 .527 1.000 .558 .459 .391 .447 .406 .329
profile
1.00
.365 .540 .599 .558 .446 .174 .314 .090 .306
To pass time 0
.321 .540 .413 .459 .446 1.000 .436 .449 .253 .502
Simplicity
.324 .321 .126 .391 .174 .436 1.000 .647 .399 .315
Horoscope
Community
.318 .313 .244 .447 .314 .449 .647 1.000 .252 .443
Personalizati
on
.264 .392 .229 .406 .090 .253 .399 .252 1.000 .232
Flirting
.222 .487 .440 .329 .306 .502 .315 .443 .232 1.000
Flexibility
a Determinant = .010
7
Communalities
Initial Extraction
Play non-interactive
games 1.000 .364
Chat 1.000 .764
Check out how your
friends are doing 1.000 .811
Update your profile 1.000 .588
To pass time 1.000 .638
Simplicity 1.000 .533
Horoscope 1.000 .791
Community
Personalization 1.000 .673
Flirting 1.000 .352
Flexibility 1.000 .408
Extraction Method: Principal Component Analysis.
Component Matrix(a)
Component
1 2
Play non-interactive
games .603 -.032
Chat .819 -.304
Check out how your
friends are doing .733 -.523
Update your profile .766 -.040
To pass time .674 -.428
Simplicity .726 .076
Horoscope .591 .665
8
Community
Personalization .646 .506
Flirting .492 .331
Flexibility .637 .052
Extraction Method: Principal Component Analysis.
a 2 components extracted.
9
LIST OF GRAPHS
Scree Plot
Scree Plot
4
Eige
nval
ue
1 2 3 4 5 6 7 8 9 10
Component Number
10
EXECUTIVE SUMMARY
11
PROBLEM DEFINITION
a)Problem Statement: Here the basic problem that the research
will probe is whether the factors which are attractive to use face
book are correlated to each other or are independent. By
understanding these factors we will be able to see whether we
can combine 2 or more factors into one which would be easy for
us to interpret. So the null hypothesis in this problem would be
that the factors are not correlated to each other.
12
Approach to Problem
14
e)Scaling Techniques: Semantic Scale
Here we needed ratings. Hence we used semantic scale where
we asked the respondents to rate the factors from 1-7. Here 1
being least important factor and 7 being most important factor.
Rating will help us to understand the importance of these
factors.
15
h)Field Work:To conduct a research we need to do some field
work. Hence even this research involved certain field work. Our
initial respondents were IBS students. Hence we went to main
areas of IBS campuses like library, canteen, reading hall,
classroom etc to take the survey. Others were been also given
personally.
16
Data Analysis
a)Methodology:
17
iii)Communalities :Communalities help us to explain how
much the research has explained the factors. Here we can see
that some have more than 50% explanations.
E.g. New friends has the maximum 82% explanation in this
research while flirting has just 35.2% explained in the case.
Hence we can say that more different data need to be taken in
the case of flirting because it is even less than 50%.
18
v)Scree Plot: This is another way to find the number of factors
used. Scree plot is a graph where you are able to find the number
of factors with the help of flatness of the graph. In our case the
graph becomes flat after 2 factors. Hence according to the
condition in our case due to its flatness we can say that the
number of factors here is 2.
Factor 1 Factor 2
Chat- 81% Horoscope- 66%
New Friends- 73%
Update Profiling -76%
Pass Time -65%
Simplicity -74%
Community
Personalization- 65%
Flirting -49%
Flexibility -65%
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vii)Rotation Component Matrix: If almost all the factors are
same then we tend to rotate to get an accurate picture of the
sample. Maximum rotation can be done 25 times .Here we have
used Varimax method for rotation. Here we have some changes
in the loading factor. Even the percentage of loading has also
increased after rotation. Eg: Communality Personalization and
Flirting in the previous condition was best explained by factor1
but then after rotation now it is best explained by factor 2.
20
Plan of Data Analysis:
21
Results:
22
attitudes is attitude 1 while for horoscope highest loading is
factor 2.
Factor 1 Factor 2
Chat- 81% Horoscope- 66%
New Friends- 73%
Update Profiling -76%
Pass Time -65%
Simplicity -74%
Community
Personalization- 65%
Flirting -49%
Flexibility -65%
Component transformation matrix tells us the way the overall
attitudes have been explained by 2 components. Here it was
77% and 63%.
23
Limitations
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Conclusions
Here our main aim was to find the significance of each and
every factor that was related to attractiveness to facebook. With
factor analysis using SPSS we were able to find the following
conclusions:
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Recommendations:
Exhibits:
26
How frequently do you log into Facebook?
Several times a day Daily
Weekly Monthly
Less than monthly
What do you use Facebook for? Please rate the following 7
activities according to the frequency of usage with 1 being the
least frequent and 7 being the most.
1 2 3 4 5 6 7
1 New friends
Play interactive
2
games
Play non-
3 interactive
games
Chat (including
4 comments and
wall)
Check out how
your friends are
5
doing(photos,
walls etc)
Update your
6
profile
7 To pass time
8 Simplicity
9 Horoscope
Community
10
personalization
27
11 Flirting
12 Flexibility
Name:
Mobile:
Gender:
Age:
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